Nation branding from below: A case study of user-generated nation branding in Japan

Nation branding has become increasingly important as countries seek to compete for investment, tourism, exports, and political alliances. While most research focuses on official activities led by states or corporations, this paper examines the role of social media users who engage in nation branding ‘from below’. We introduce the concept of ‘user-generated nation branding’, which refers to the creation and public distribution of nation branding messages by individuals working, initially, of their own volition. Then, we use a mixed-methods approach (content and textual analysis) to analyse the ‘Abroad in Japan’ accounts run by the British vlogger, Chris Broad. The analysis shows how Broad’s content changed as he evolved from ordinary user to influencer, and how it became increasingly shaped by processes of monetisation and support from commercial and institutional actors. The results suggest that user-generated nation branding, despite its participatory nature, can easily replicate many of the key features of traditional forms of nation branding, including the commodification of the nation and the reproduction of familiar stereotypes.